There is a chasm between customer expectation and product delivery.
In marketing, everything you do creates an expectation. Your proposition is a promise.
Customers can only be confident that you deliver on your promise once they cross that chasm and make a purchase. What they discover has huge implications on customers’ satisfaction — and, therefore, your brand and business performance.
View this week’s chart to see data showing the effect of setting the right expectations with customers — data that you can use to win arguments in any meeting when you sense your marketing department, campaigns and clients are going awry. |
